A persona is a kind of mental model—an imaginary person with a name, history and story who has a way of doing things. A persona should have enough psychological detail to allow you to conveniently step over to the persona's view, and see your products and services from her perspective.
As marketers we must never be in a position where we are just throwing shit up on the wall to see what sticks. We should be applying our creativity and artistry in execution of a strategic hypothesis that is based on research and genuine insight.
Here I write a short hero story. It may ring true for others who loved (and hated in short bursts) their fathers, who wanted to be like them and wanted not to be like them, who were proud and ashamed, who will dearly miss them when they are gone.
Is it better to have a unique name like Kinko's or a more descriptive one like Staples? Is it better to have a name that's actually a person's name like Lowe's or something that really clues you in to the core business promise is such as Home Depot? International Business Machines or just a feel good symbol like Apple?
There is danger and reward everywhere.
Last year I wrote about taking a solid two-week vacation and described taking the family to our remote Canadian island with no electricity and no running water.
That was a really good vacation.
This year, I blew it.
I came upon the Jerry Seinfeld "Don't break the chain." reference twice in two days this week. If you have not heard it, it's a recollection from Brad Isaac of some useful and practical advice he was given by a then up-and-coming Jerry Seinfeld.
Kids? History? Are we talking oil and water?
Maybe, but many popular kid games are packed with history both real and imagined. It's a rich source of material.
We know history is enthralling, and given the right hooks, kids bring the past to life for themselves. So how do we make history relevant for kids?
Games can do it.
"I want a new website." There is a certainty in the eyes and voice that pushes back my objections. "That's what we need. Here is what we want it to do. How much will it be?"
This desire and clarity of purpose is supported by the belief that a new website will make things all better, like a mommy's kiss.